|
|
 |
|
ReachWomen Year-End Round-Up
Vol II, Issue VII, December 28, 2002 |
|
Whoa
Nelly! It’s been a
very exciting year for ReachWomen and there are some changes afoot
to share. First, Lisa and I expect to have news of a book contract to report to you in January. More on that, when the ink of our signatures has dried. ;-) Second, after long deliberation, we decided against self-publishing and developing our own web store. When Lisa and I remembered to ask a few of you (we had forgotten our own rule about regularly getting feedback from our clients and readers), it turns out that the interest in such tactical workbooks really wasn’t there. Third, within the next month or so, the Reaching Women Online e-newsletter will become simply, Reaching Women. The topics I choose to cover seem to be too cross-channel to limit their lessons to the online realm. Fourth, after a great few years as a dynamic
duo, Lisa Johnson is leaving ReachWomen to co-found New Shoes Media Inc. (http://www.newshoesmedia.com
)
and really zero in on her passion for the young women and careers
market. Fans of her
listening insight, never fear!
Through the consulting arm of the rapidly developing New
Shoes multi-media empire (look out Martha), Lisa will continue to be
available to those of you who need her consumer research expertise
to reach that college – early 30s women’s marketplace.
Lisa will also continue to be our inside expert, supplying me
with key findings to share with you via upcoming Reaching Women
articles and more. Finally, in 2003, the business of ReachWomen will focus in on becoming the first-stop resource for reaching the women's market. By providing the three “Cs” of content development, consulting and connecting, we'll guide our readers and clients to build in resonance with female consumers. For more description of those "Cs," go to: http://www.reachwomen.com/rw_1.html
As the year comes to its close, I want to thank you all for continuing to be the inspiration and support for this newsletter and for the business of ReachWomen. There are so many more great examples of companies making inroads in reaching women than there were even two years ago - and I know many of you are part of making that happen! In 2003, I predict that your companies
will gain even more from the consumer loyalty of the women
you've learned to serve so well. |
| Yes, please do! Forward this newsletter, in its entirety, to a friend or colleague. |
"Treat your customers like your best friends; best friends support you through good times and bad."
- Ben McConnell and Jackie Huba, from Creating Customer
Evangelists (Dearborn, 2002)
|
|
(Please
note: some of the links below may need to be cut/pasted into your
browser to function correctly.)
Are supplements and functional foods with soy and isoflavones added, for example, the nutritional answer for women? The topic is in the news a lot these days and was the focus of a late October IQPC FoodBevX conference in which I participated. Products or supplements that stand in for hormone replacement therapy or that alleviate PMS symptoms are being developed rapidly, as we've all undoubtedly noticed. But, how can food and beverage companies tap into the grander opportunity of helping women achieve optimal nutrition through a balanced diet? From what companies like French Meadow Bakery and Stonyfield Farm are experiencing, it seems that education programs, cause marketing and feedback channels really do help keep women customers coming back for more. *** For
more on the ways that French Meadow Bakery stays connected to its
market, see the January 2003 of Reaching Women Online for a
profile of the company's President and Founder, Lynn Gordon. For
an advance look at French Meadow Bakery, go to: For more information on the FoodBevX conference, or to buy a CD of the presentations: http://www.iqpc-knowledgebank.com/events/498/topic/13 2. Dell: Creating Customer Vigilantes? After the experience I've just had over the past two weeks trying to buy (and have shipped to me) a Dell laptop, becoming a vigilante customer has quite the appeal. Whether your customers will become evangelists or vigilantes for your brand literally hangs in the balance of every "touch point" you have with them. As for my Dell experience: I had noticed their new ad campaign (which really emphasizes customer service) and gotten some great product feedback from friends. With that in mind, I felt comfortable moving forward with the purchase. However, when shipping problems arose, Dell's never-ending phone tree, their Resolution Department's unwillingness to give me the name of the Customer Care Manager, and their overall inability to hear my complaints flicked a switch inside my normally reasonable head. They will hear from me for certain, and so will anyone who asks my opinion (and even those of you who didn't). For all the promise of the reputed quality of their products, the Dell customer service is beyond bad. *** To brush up on how loyal customers become a loyal sales force (which is the opposite of what I've just become for Dell), you may want to read, Creating Customer Evangelists by Ben McConnell and Jackie Huba. The six tenets they present are key nuggets that will save us all from the ire of small town, e-mail empowered, vigilantes like me. For more on the book: http://www.wabashandlake.com/book/
|
| Email:
info@reachwomen.com Phone: 360.715.0681 |